Low Tech Japan: Fax Machine in PR Usage

By Kosuke Jimbo

Low Tech Japan: Fax Machine in PR Usage

Many of those who travel to Japan expect the archipelago to be full of the latest electronics and crazy technology — Well… that and maybe some temples and shrines. Nonetheless, Japan has made its name as one of the leading technological innovators of the world, including the world’s fastest supercomputer Fugaku.

Who would think that Japan still uses a means of communication so outdated it is exhibited in the Smithsonian? No, I’m not talking about MSN Messenger. Fax machines.

Why the fax machine is still used in Japan

I could only assume that some of you (especially millennials) do not even have the slightest clue what a fax machine is. It is an electronic device that could copy printed materials and send it to the receiver via telephone circuit, making it much faster and easier to share information than its only other option back in the pre-internet era, mail (NOT email).

Then, the internet came. And the rest is history, or at least in everywhere else but Japan.

Emails and cloud services changed the way we transfer information forever. Massive data could be sent or received in the blink of an eye, and there seems to be no space for a machine, which by the way, can typically only send images in black and white, and a resolution of 200dpi (an average inkjet printer has 600dpi).

What makes it even more ridiculous, is the fact that most of them make their materials on their computer (which I imagine is running on Windows 98 at best), print it out, and then fax it. And that’s not even the worst part. The latest fax machine has a touch panel, and can send and receive images from your smartphone. Who would have imagined that a device that we use to watch youtube, installs the latest camera, and recognizes your face and voice, can also be used to send and receive low resolution black/white images?

So then, why do the Japanese still use such a dated device? Here are some reasons for it.

1. The Country’s Aging Population

This might explain it all. Four in one Japanese are above the age of 65 (a record high, needless to say), a figure which is bound to rise up to three in one by 2030. If a third of your population is more comfortable using the fax machine than the internet, why abandon it?

2. A Conservative Corporate Culture

Japan, a country with the third largest economy in the world, is generally liberal in many fields. However when it comes to the working environment and corporate culture, they resort to the “old-fashioned, proven, and safe” ways rather than the new. Another example of Japan’s conservative corporate culture is the hanko, a signature stamp that almost all Japanese adults own. In fact, a hanko is used in almost every official document instead of a hand-written signature, ironic as the Japanese pride their calligraphy.

3. Obsession to Hand-writing

That is another factor that has kept the fax machines around. Many companies prefer that young adults’ resumes be hand-written because, as they say, “it tells you more about the person than what’s written about them”. Hence, they do not want to see some cold, electronic, gothic fonts. Fun fact (or perhaps a not-so-fun fact), when a Japanese celebrity causes a scandal, it is expected that they write their letter of apology by hand, because it is considered to be more sincere. Pathetic, you say? Welcome to Japan.

Effective Use of Fax in PR

Here’s the good news. Fax is still a powerful tool in Japan, and we could definitely use it to our advantage in running a successful PR campaign. Here we’ve listed some tips for using a fax machine to send out your press releases.

1. Know Your Target

Sure, that’s public relations 101, but hear me out. Just because a good percentage of the Japanese companies still use fax machines, doesn’t mean that you should always use it. It is very important to understand who you’re trying to approach. That means, checking their websites before sending anything. If they have a fax number, they surely are your target. If they don’t have a website, they probably need that press release faxed more than anyone else.

Although it may have sounded like fax is for old people only, you should also acknowledge that some industries prefer it over emails as well. One place you most certainly want to fax is government offices and ministries. Sure, they accept emails as well, but things tend to run much smoothly when you fax them. This is especially true when you are sending them to suburban areas. Whenever possible, it is also a smart move to send an email and a fax.

Real estate is another fan of the fax machine. As mentioned earlier, many Japanese still rely and trust the signature stamp. This doesn’t mean signing, scanning, and sending a pdf. The truth is, many real estate companies do not have personal emails for each employee. Yes, that’s the level we are talking about.

2. Big Font, Big Maps

Remember, this machine could only print 200dpi. And, I can’t emphasize this enough, in black/white. This is no ordinary press release we are talking about. Fonts have to be big enough so that anyone (even the old) can read clearly. Maps can’t include any excess information yet precise. Nevermind images. Throw your fine arts degree out of the window, and stay focused on the message.

Here’s one trick. Although these people still use fax, there is a good chance they use a smartphone, and thus, it may be a great idea to make use of QR codes. Encrypt the map, and these oldies would be able to get to your event with a possible sacrifice of a younger employee who has to teach them how to use the map function (but that’s none of our business, is it)

3. NEVER Translate

Speaking of message, you MUST have an experienced native writer on your team. Japanese corporate culture is a peculiar one, you just can’t translate a press release from your language to Japanese. If you want them to attend an event, you must ask in the most humble manner for their precious time and attention (the surprising thing is, this is not exaggerated at all). Even Japanese people have a hard time mastering this artform, and you want someone who has a good understanding of that culture to write it for you.

Hope this information helps you find the right target in Japan!